Sugarlands Moonshine’s first year as the official moonshine of NASCAR went “really well,” according to distillery CEO Ned Vickers. Sugarlands signed with the sanctioning body almost exactly a year ago, and the brand has gotten ingrained in the sport since with not just NASCAR-branded packaging but also at-track activation and sales. The company put its status as an official partner on all of its labels, and it also released a special Talladega 50th anniversary edition, which was its first whiskey it ever made from mostly corn. The Tennessee-based distillery also activated on the midways of Daytona and Talladega, and had a branded bar built into the new infield area at Talladega. Vickers said that the most value Sugarlands has gotten by being in the sport is selling and sampling its drinks at the track, because its research has shown that getting people to try the brand out is how they get people to become repeat customers. Vickers added that there will be a new limited-edition NASCAR drink next year after it stops selling the Talladega 50th anniversary edition this year. Vickers: “It’s pretty amazing how it’s resonated with the fanbase.”
STICKING AROUND: Oscar Mayer's two-year renewal with Roush Fenway Racing comes amid high levels of engagement and an uptick in sentiment with NASCAR fans, plus an overall increase in sales, according to brand Associate Dir Matt Riezman. The Kraft Heinz brand announced its renewal earlier this week, and it is expected to continue with around 10 primaries on RFR’s No. 6 Ford driven by Ryan Newman, who unexpectedly made the NASCAR Cup Series playoffs this year. Newman’s strong performance helped Oscar Mayer get more media exposure than it expected. Riezman said its key performance indicators all suggested to the company that it should renew the deal. Oscar Mayer also did some at-track activation by bringing its Wienermobile to some races and even catering media lunches. Riezman hinted that it will get Newman behind the wheel of the Weinermobile soon to create new content.
PHONE A FRIEND: Stewart-Haas Racing has landed a one-off primary deal with T-Mobile, which is passing through the deal to Walmart Family Mobile. The prepaid phone operator, which runs on T-Mobile’s wireless network, will have the primary on SHR’s No. 41 Ford driven by Daniel Suarez this weekend at Texas Motor Speedway. This represents one of the first wireless company primary sponsorships since Sprint left the sport as title sponsor after ’16.
